The Mechanics of Creating Logos

Every company should have its own logo. The logo becomes a shorthand for the company, allowing the company to better develop a marketing plan. This is because people tend to think visually; if they have a picture associated with the company they can better relate to it. This makes branding extremely important, especially in situations where the logo appears next to others; it needs to stand out so that it can effectively market the brand.

While it’s not possible to teach someone how to create a unique, there are enough commonalities that it is possible to teach how to make an effective logo.

[It should be noted that this is meant to be a brief guide, not a primer. You are advised to look elsewhere for more advanced information.]

Concept

You need to figure out what general form you need the logo to be in. While it’s likely this will include some specific elements (it needs to be round, it needs to include an eagle, it needs to be red), the idea is to come up with at least a beginning concept to start creating a logo. There’s also one additional aspect of this that is ignored far too often: If the goal is to create something unique, this gives you a chance to avoid some basic issues and get them out of your system before you start the actual logo.

The Top Five Issues to Avoid:

1. Copying someone else’s logo.
2. Too many elements.
3. Keeping it too simple.
4. Too worried about marketing.
5. Offensive elements.

Use

You need to consider how the logo will be used. TV logos have different issues (they need to be dynamic) than print logos (which are not just more static but can’t take up too much real estate). Inhouse logos tend to be simpler and need to be adaptable for each department. Logos designed solely for marketing need to look good no matter what size they are. Seasonal logos need to represent the season they represent. Logos on tags need to be really small. The use of the logo will add to the limitations of the logo, but that focus can only help the process.

Limits

Every logo has certain limitations that need to be allowed for in its creation. While most of these are subjective and a few legal, they nonetheless need to be part of the process. As such, it can be helpful to list whatever the limitations are before you get going. Some situations can make for some interesting issues, such as having to be sensitive to certain customers’ issues or avoiding even the whiff of racism or sexism. It should be noted that limitations just are, and in some cases can actually help tighten the focus, making designing a good logo that much easier.

Size

While use will somewhat help decide how big a logo can be, some logos have to worry about specific size issues. Some execs just want a large logo while others like more tasteful logos. Some execs want a logo that works well in print while others want something that works with the masthead. Worse, some need to shift between sizes, going from small to large due to being on both business cards and posters. This makes it another feature that needs to be allowed in the design process.

Colors

Colors will always be the designer’s bane. Clients will ask for specific colors, and then either change their mind when they see the results or want a different shade. In some cases, they’ll want colors that look horrible next to each other. It’s up to the designer if suggesting more suitable colors are worth the headaches. Yes, there will be more than one, and there’s a reason some designers charge a “nuisance fee.” Nonetheless, it’s up to you to make their suggestions work, no matter how terrible those suggestions are.

If you’re designing your own logos, try to keep in basic color theory whenever possible and that dark colors (especially black) are best used sparingly. Remember that specific colors create specific moods and that gradients can be your friend. You should also design a color version and a black-and-white version to allow for maximum usage. Colors can enhance a logo, but they need to be used to be effective and with purpose, not randomly assigned. This is not to discourage the breaking of rules but to know why you’re breaking the rules. Sometimes you want something off-putting, so putting orange and purple together works in that case.

Layers

This is just to remind you to use layers as much as possible. Not only do they make changes easier, but for animated logos, they make life so much simpler. The bottom line is that you’ll be making lots of changes, so make life easy on yourself.

Images

Between stock drawings, line art, photos, and computer-generated artwork, odds are you will be incorporating some sort of image(s) into the logo. There are three major issues to keep in mind: The first is that the image needs to look sharp; it can’t look blurry. The second is that it needs to be able to shift to whatever size is needed at the time. The third is that you need to allow for a transition from color to black and white, and this can necessitate major changes, especially for photos. Images used well can add some nice oomph to a logo, so don’t shy away from them, but do realize that there are some potential issues to keep in mind.

Fonts

If colors are a headache….The proper font can add a lot to the logo, so it’s worth trying out a couple before settling down on one or even three (layers are awesome!). However, keep in mind copyright issues (make sure you have the proper license to use the font in question commercially) before you use the font. Also, don’t adopt a small number of fonts as your go-tos; even if they’re great fonts, they may be limiting you. Keep in mind that some fonts (Comic Sans, Papyrus) are avoided for good reason.

If you can’t find the font you want, you can always create your own. It’s not easy, but it can be done, especially if you want to use your own handwriting. It’s worth looking into, especially if you have something special in mind.

Repetition & Refinement

Here’s the fun and frustrating part: It’s fun because you get to play with different logo ideas, but frustrating because you can’t find the right one. Nonetheless, as you can’t go with the first one, you’re going to need to try and keep trying until you find one that is perfect or at least has the least issues. This can take a while so settle in and get ready to experiment with the elements and do so a lot.

Success

Congratulations! You have found the logo you are looking for, or at least can work with. Sit back and relax. At least for a few minutes.

* * * * *

The grail of this quest is to create a logo so unique that it stands out. The only real way to do this is through repetition: You need to keep trying until something looks great. This can mean that you have a good concept with enough elements to make it interesting, but it just lacks something. This means that you need to play around with it until you find something. This is why it’s impossible to teach someone how to create a unique logo: It takes a lot of trial and error to find the perfect logo.

However, few logos survive the test of time, Eventually, you’re going to need to start the process all over again. But at least you’ll have a better idea of what to do….